As the domestic clothing management device market continues to grow, LG Electronics plans to establish the image of its original Styler as an essential appliance by emphasizing 'hygiene.'
According to market research firms on the 2nd, the domestic clothing management device market size was around 350,000 units last year, with LG Electronics occupying most of the market. LG Electronics opened a new market by launching the LG Styler in 2011 and has become synonymous with clothing management devices, receiving a positive response from many customers.
LG Electronics' emphasis on hygiene in this year's Styler marketing strategy is a bold move to position the Styler as an essential home appliance alongside washing machines and refrigerators. It is reported that LG Electronics has set a goal to elevate the Styler as an essential appliance that provides convenience in daily life this year.
If LG Electronics previously emphasized the 'styling' image of the Styler, it plans to stress that it is an appliance for overall clothing management starting this year. Since this month, the company has been continuously showcasing a series of TV commercials visually expressing the disinfection of harmful bacteria and viruses and demonstrating the practicality of the Styler in key subway stations according to regional characteristics. For instance, in areas frequented by office workers, the focus is on caring for shirt hygiene exposed to various bacteria and viruses during commutes.
The newly created 'Styler Lounge' at LG Electronics' Geumsung Communication Center is also part of the hygiene marketing strategy. In this lounge, visitors can experiment with the contamination levels (bacterial counts) of clothing before and after using the Styler.
Customers who visited the Styler Lounge reacted by saying, 'Even though it was a sterilization course, I thought it wouldn’t be properly sterilized, but seeing the actual numbers increased my trust,' and 'I quickly dropped off my coat as I didn't have much time, but when I got it back and tried it on, I was surprised that the odor completely disappeared, and the bacterial count visibly decreased, which convinced me. It was a short experience, but the effect was clear.'
According to LG Electronics, public interest in hygiene and clothing management devices is rising due to fine dust and pandemics. A recent survey conducted by LG Electronics found that the most commonly cited important factors in clothing management were odor removal (33.6%), followed by hygiene and sterilization (17.4%). Dust removal, wrinkle management, and the prevention of damage to high-end clothing ranked behind, indicating that styling and hygiene hold the largest shares in clothing management.
Additionally, among customers who have actually purchased the Styler, the most common response from those aged 30 and under without children was 'purchased as part of the marriage set,' while for those in their 40s, the most common reason was 'for managing children's school uniforms.' Respondents with infants or elementary school students also tended to consider the hygiene and sterilization functions as important. There were concerns about harmful substances that could remain in clothes when sending children's clothes for dry cleaning.
A representative from LG Electronics noted, 'The Styler is the product among LG Electronics' appliances that has received the most certifications related to disinfection of harmful bacteria and viruses, as well as deodorization, but it is not widely known.' They added, 'We plan to continue various activities that can inform customers about the Styler's powerful hygiene features.'